A new global art platform, Subjektiv, has officially launched with a mission to revolutionize the art world and make it more open, human, and emotionally engaging. Founded by former UBS director Kateryna Serdiuk, the app was born out of the disruption of war and shaped by a belief that art should be accessible to anyone, not just those inside the traditional gallery system.
Serdiuk, who stepped away from banking to help restructure Ukraine’s healthcare procurement system during the early days of the invasion, found herself questioning how people make choices in high-pressure environments and everyday life. What shapes our judgement? What helps us feel, understand, and connect? For Serdiuk, art held part of the answer – not as a luxury, but as a vital tool for reflection and expression.
Subjektiv is the result of her vision. It’s a platform built by outsiders, deliberately designed to sidestep the art world’s usual gatekeeping. The online digital platform, accessible through an Apple app, allows artists to sell directly to buyers and makers across the world, bypassing traditional galleries and encouraging a more diverse ownership of art. Many of the works on the platform are priced under £500, making art more accessible to a wider audience.
For the artist, Subjektiv offers wholesale access to an international logistics system that enables immediate international shipping upon signing up to the platform. Artists can join the app on a non-exclusive agreement, allowing them to maintain control of their business. Once a sale is made, the artist only needs to worry about packaging their work securely for export, while the logistics companies and Subjektiv handle all other aspects of the sale.
For buyers, the platform offers a unique “Discovery mode” similar to that of major social media platforms. This feature allows users to scroll through artworks suggested to them based on their emotive preference, categorized by the user’s interests, to discover new artists. They can then buy directly from the artist without the need for a gallery or third party. The platform also offers an integrated shop for galleries, artist studios, and spaces, allowing for an immediate sales link for their own spaces and keeping all data for all sales. This first-of-its-kind marketplace provides extra control and visibility for spaces selling art.
With Subjektiv, artists can now warehouse and sell their work themselves, bypassing the need for galleries that often take a high commission. This allows for more points of entry to the market for artists of all levels and buyers of all price points. Early users have described the platform as “what the market is missing” and “a game-changer for the art world – effortless to use, artist-friendly, and designed to empower creatives at every step.”
In its current form, the art world is dominated by galleries, with few online platforms allowing artists to access their own buyers directly and internationally. Subjektiv aims to change this by providing a more human and inclusive approach to buying and selling art.
Kateryna Serdiuk, founder of Subjektiv Art and a former Director of UBS, said: “Art isn’t something that only exists in museums. You can feel it, you can understand it, you can live with it. With Subjektiv, we’re moving away from cold, transactional experiences and creating space for emotional connection. We want people to discover art that speaks to them, to let them live with it and to let it go via the secondary market when they feel the urge to discover something new. For artists, it’s about giving them the tools and freedom to reach audiences directly and be fairly rewarded for their work. This is about making the art world more human, more open, and more inclusive.”
Subjektiv offers artists, collectors, and exhibitors a flexible way to sell their work, whether through the main platform or directly to buyers. With Platform Sales, artists gain visibility among new audiences browsing Subjektiv’s curated app. The process is simple: if the artworks are added to the discovery app as a listed buyer, buyers can purchase directly, and Subjektiv handles the rest, from secure payments to global delivery and ownership tracking. A 30% commission applies, and artists can focus on creating while the logistics and administration are taken care of.
If they do not want to be part of the discovery platform, or are not accepted onto the platform, artists can still sign up for the Subjektiv app as a direct sales artist. This allows even greater flexibility, as artists can share a private purchase link with a buyer, whether through social media or personal contacts, while still benefiting from Subjektiv’s infrastructure. The commission is reduced to just 7%, and the platform handles all aspects of the sale, including payment, shipping, and provenance.
Beyond transactions, Subjektiv champions art as a mirror to humanity, fostering deeper connections between creators and audiences. Through exhibitions
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.